Recently we visited the 2018 CP+ show in Yokohama, Japan and booked interviews with senior executives from several major manufacturers, including Fujifilm. Among the topics covered were the runaway success of the GFX system, how the company is moving into video and, of course, Instax.

The following interview has been edited slightly for clarity and flow.

How well has the GFX 50S performed since it was released?

We’ve shipped more than we expected and planned for. Even more impressive is the lens attachment rate, as we’ve sold so many lenses as well. Overall, GFX sales have exceeded our predictions.

As far as customer feedback, we heard mostly good things concerning the image quality – especially for users that shoot landscapes that need more dynamic range compared to APS-C cameras. Something that we didn’t expect was the number of high-end amateurs buying the GFX system. According to our survey, 80% of users are non-professional, and 20% are professional. That was a surprise.

The Fujifilm GFX 50S comes with a large 43.8x32.9mm imaging sensor and uses the all-new GF lens mount.

Other feedback is that our customers need more lenses in the lineup, especially in the telephoto range. We’ve already put on the roadmap that we are developing a 250mm F4 [198mm equivalent focal length] lens to meet their demand. Many customers also want more speed from the cameras, so we’re continuously doing a lot of work to make our GFX system more responsive.

And another thing is that for many customers buying the camera, it’s not a direct replacement for everything in their system; more customers are buying the GFX in addition to their existing system. Many of these customers may want to use their existing lenses on a GFX body, so we support many third-party adapter manufacturers to provide lens adapters.

Each photographer, each customer, requires a different style of camera

Also, we introduced a new firmware upgrade this month which includes a new 35mm crop mode, allowing 30.5MP cropped images. So overall, I think the image quality is the key thing. We’re surprised too that we can find over 100 lens adapters in the market, with 28 types of mounts.

Are you mainly focused on prime lens development?

At the moment, yes, but we are aware of requests from customers for other zoom lenses.

Can you talk about how the X-H1 and its larger size fits into the overall Fujifilm lineup?

The recently announced Fujifilm X-H1 takes a lot of styling and ergonomic cues from the GFX 50S, but is based around a smaller APS-C sensor and Fujifilm's X mount.

One purpose of us doing the X-H1 is that some customers actually requested a bigger grip and better handling, especially together with bigger lenses like the 100-400mm. And this year we’re committed to introduce the XF 200mm F2, so these kinds of lenses definitely need a bigger grip.

And of course, the X-H1 is just an additional line and we’re keeping smaller cameras. Last September, we went the opposite direction with the X-E3. We said, ‘this is a minimalism camera.’ Less is more. One reason for these lineups is that each photographer, each customer, requires a different style of camera. Landscape, sports, motorsports, travel, reportage, street, they all require a different style.

Are there other opportunities you see for Fujifilm?

We think our current product line mostly covers the purposes and styles of any kind of photography. So at the moment, we don’t feel that there’s anything we need to add, but we do want to focus on APS-C cameras. We think that’s a good format for the best balance between size, speed, quality, and now we have the GFX [for even greater quality].

The compact camera market is difficult right now. Though ‘tough’ cameras continue to sell well, do you still see room for a high-end compact like the X70, or an X70 successor?

Yes, we are considering it.

Do you know how many of your customers buy X Series cameras for video?

The Fujifilm X-H1 offers a touchscreen interface to more easily (and quietly) take control of your movie shooting parameters.

The amount is definitely growing. Yesterday, we met a photographer we’ve known for many years, and he started in still photography with the X-series, and now he’s taking more and more videos.

Would you like to move more into high-end video?

Yes.

Could you expand on where you see your strongest ability to attract new videographers, or emerging videographers, to the Fujifilm brand?

I think our strength is seen, in stills photography, as image quality straight-out-of-camera. Currently, many videographers spend a lot of time for post processing. We introduced a new film simulation called Eterna that is intended for video purposes, and many videographers that have already tested X-H1 said to us that it dramatically reduced their workflow because of the image quality from the camera.

I think we will see more users transition from stills to video rather than the other way around

The X-H1 also comes with autofocus enhancements, are these something that could come to the X-T2?

Yes, that’s technically possible. We continue to be committed to firmware upgrades, but we need to decide which cameras really require new functionality.

How do you see the X-H1 customer? Some video shooters, some stills shooters or people doing a bit of both?

Fujifilm'x MKX series of professional yet relatively affordable cinema lenses now comes in X-mount for use on the company's own cameras, and not just in E-mount (shown here).

I think that our main customers are stills photographers, but we will see more users transition from stills to video rather than the other way around. One thing that might be interesting to users is the MKX lens lineup. These are dedicated cinema lenses, so there may be some customers who want to use them and that’s why they would buy the X-H1.

We’re interested in where Fujifilm is headed in the next 18 months. Is there anything where you see a broader opportunity for the company?

All we can say is that there is much room to improve stills photography functionality for the X Series. Of course, our firmware is one way we can improve, but there are always some limitations and we keep making innovations for the hardware as well. So, together, we can make much faster and more accurate autofocus and [improve] video functionality.

We will see more competition with Canon and Nikon as well as Sony, but we will work hard to keep our uniqueness

You had mentioned that you were surprised by the sales of the GFX, so at the high end, things are going well. How do you think about the average Fujifilm customer, and where do you see likelihoods for expansion in the coming year?

It depends on which country and which region we’re talking about. For the US market, we definitely have focused on the high-end side, and that has been successful. But if you look at the Asian market, the X-A series are really popular mirrorless cameras. In Thailand, our market share for mirrorless is over 40%. The number of young people that are buying these cameras is amazing.

We don't have an old legacy. That is our strength, and also our weakness

So, in terms of creating a new market and appealing to new customers – these customers are used to smartphones, and they’re switching to mirrorless. For the Asian market, we want to continue this market creation. For the Western market, high-end and professional use is our main focus.

With continuing emphasis on mirrorless cameras, and the possibility of Canon and Nikon getting into full-frame mirrorless soon, it’s getting harder to stand out in the marketplace. What will continue to differentiate Fujifilm from its competitors in the coming years?

One of the good things about our products is that we don’t have an old legacy. We just started our mirrorless system six years ago, so we are not sticking to the 35mm format or legacy lenses. That is our strength, and also our weakness. But over the past six years, we’ve worked hard and now our lens lineup has over 30 lenses.

Fujifilm's comprehensive lens lineup looks even more impressive when you consider that the mount has only existed for six years.Image credit: Fujifilm

I’ve also been asked many times, ‘how do you feel about Canon and Nikon getting into mirrorless?’ My answer was always, ‘welcome.’ Because having those strong brands in the mirrorless marketplace increases general awareness of mirrorless, and that’s a good thing for the whole industry. And if the whole industry is growing, then we have a greater chance to grow as well.

So yes, we will see more competition with Canon and Nikon as well as Sony, but we will work hard to keep our uniqueness in design and usability; [one big way] we differentiate is by our analog controls. And of course, we need to keep innovating inside our cameras as well, improving the sensor, processor, and also by introducing new lenses.

Speaking of analog, a big point of success for Fujifilm is Instax cameras and printers. How does that affect your vision for digital cameras when you see such a successful product line in your business which is somewhat unrelated to all of the latest technology that you’re developing?

What do all of these cameras have in common? They all use Fujifilm Instax film.

Our philosophy is that the camera is a tool for photography. At the end of the day, the customer wants great images whether they’re on a digital display, or in print; it’s the customer’s choice. The good thing about Instax is that customers, especially younger generations, realize the value of print photography and we want to encourage that. For example, our cameras can easily print directly on Instax, so we really want to promote the value of the print.

Do you see people making Instax prints from high-end cameras?

In Asia, we actually sell a camera and printer bundle. Even for high-end photographers who use the X Series, there are good opportunities especially for street photography; take a picture, make a print, and give it to your subject.

Editor's note:

As expected from previous meetings with Mr. Iida and his colleagues, our conversation at CP+ 2018 was both honest and candid. The unexpected success of the GFX 50S is a great thing for both Fujifilm and photographers alike. Not only does this validate the development and manufacture of the camera in the first place, but it highlights how Fujifilm's bypass of the 35mm full-frame format was a good call. It will be interesting to see to what extent – and how quickly – the system grows in the coming years.

Certainly, Mr. Iida made the point that the X Series has only been around for six years, and now boasts a lens and camera lineup that is impressively comprehensive. While I don't necessarily expect that level of rapidity with more niche medium-format products, there's no denying the company's excellent track record of system-building.

The possibility of an X70 follow-up is intriguing, but the rest of the APS-C lineup does look awfully full. In covering everything from the entry-level X-A series to the new pro-oriented X-H series, I get the sense that Fujifilm will be focusing on the refining of existing products for the near future, as opposed to introducing something entirely new (though I'd love to be proven wrong here). And with possible full-frame mirrorless cameras from the likes of Canon and Nikon appearing on the horizon, Fujifilm's continued emphasis on improving their autofocus and video capabilities is going to be key as the competition heats up.

Fujifilm's take on video is certainly unique. The X-H1's excellent out-of-camera video quality has the benefit of appealing to both beginners and experienced users that grow tired of a lengthy workflow. And while that camera's video feature set is comparatively limited at this time, I fully expect that to be addressed in future models – particularly in light of the new MKX cine lenses.

Comments

Love my Fujifilm cameras, but I've always wish you would make a compact camera equivalent to Canons G1X (first version); body wise.You could really make the perfect compact travel cam with nice zoom range, great sensor, swivel screen, and manual controls.For me, the front- and back dials gives me lot of what I need, so my newly aquired X-E3 is great in usability.

I wish, Fuji had a camera that could compete directly with the Sony A7r -series - a full-format high-megapixel small body with IS, sensor-shift and no AA filter costing (unlike the Sony) under €2500. Yes, and smaller file sizes. Preferably one compatible with APS-C X-series lenses without an adapter, as well as dedicated FF ones about the size of APS-C ones, just slightly wider-barrelled, maybe. I would be very tempted to buy one.

@DarnGoodPhotos, @JohnGellings: I beg to differ. Sony is known for charging an arm and a leg for their bodies, lenses and everything else. Even so, the A7r, 1st gen was launched at €2500 if I recall. And the A7 (first gen) cost just about half of that! Then they decided to price every successive model at €500-1000 more than the predecessor. Fuji's lenses, compared to Sony's are quite a bit affordable already (sure, they aren't FF, but they're about as good as the APSC lenses get).

€2500 at launch (and less a year later) for an excellent FF body, ca. 40-50MP and without an AA filter wouldn't sound particularly optimistic if not for Sony's terrible pricing model. @TheDavinator: As for the X-2 / X-H1, good as they are (they're possibly the best APSC bodies today), they're just a tad short on competing with the likes of A7r -series. Yes, the Fuji render cleaner in terms of chroma noise, but the luminance noice of the Fuji is clearly somewhat worse than the A7r.

Like Olympus, their 'uniqueness' is purely cosmetic, and their product portfolio limited to the sensors Sony allows them to use.

This kind of "pure photography" story is just mental fluff for people who can't accept that cameras are just tools, and need some kind of confirmation that they are a unique special snowflake and can't use common tools like Canon, Nikon, Sony.

Many companies are dependent on Sony. In digital, uniqueness IS in the haptics and ergonomics of a camera. Call me a snowflake, but Fuji does this best. Sometimes people just like something different, but mainstream folks always seem to take this as some grand display of uniqueness, when it really just is a simple choice.

I think you have Fuji’s and other cameramakers relationships with Sony confused. Sony manufacturers these sensors to Fuji’s specifications. Nikon D850, same thing (yes it was manufactured by Sony and not Tower Jazz).

Well I just sold my X-T2,I WONT BUY THE X-H1 its just an X-T2 with better video, same camera I just soldin my opinionmy Goal is to now save for the X-T3 now that should be better for shooting images, I hopethe X-T2 was and is an excellent camera still but I have to get my finances in order to get the X-T3

I also have a Nikon d7200 which is another excellent camera I was hoping for an Nikon d7600 this yearThe d7500 is a DOWNGRADE in my opinionBut it looks like Nikon is working on a MirrorlessThe Fuji is a great camera and the X-H1 will be releasedOctober/November just before the pagan festival

Of all of the camera manufacturers, I find that Fuji is the most focused on providing cameras for people who just want to produce beautiful images and have fun doing it.

Other companies are producing more innovative cameras that provide a photographer with greater photo producing capabilities but when it comes to accessibility and fun, Fuji is the leader in this area IMOP.

They have the best ergonomics and their in-camera filters have great colors so if you're someone who wants something better than a smartphone and just likes to go out and take pics and share them on social media without doing a lot of post-processing then it's hard to beat their offerings.

The "show" interviews I look forward to the most are with Fuji and Sigma.

For Fuji, I think the state of sensors are such that they could ditch Xtrans. I'd pay $100 more per camera to get a Bayer array that played nice and could give me good DNG files. And I keep looking for a 300mm f/2.8 on the lens map.

Huh?! I'm puzzled - I know there's the odd vocal critic on DPReview (and as often with such people, they usually don't actually have/use the camera they're criticising) - however, if you look at Fuji forums, the big majority of people who actually have/use Fuji cameras with Xtrans love it!In contrast, there are quite a few of even Canon-owners acknowledging that Canon is a bit behind.Can't comment on Nikon, but from what I've seen the actual owners of those cameras seem pretty happy with what they've got, too.

DPReview comments are quite a distorted view, I think the most realistic view of what is considered "outdated" can be gleamed from forums frequented by actual owners of the respective brands - even though of course some people switch, let's be honest, the majority of "serious" photograhers are pretty brand-loyal, even if just because they already have a lens collection. Plus nowadays the sensor (they're all more than good enough) matters less than usability & features.

Fan boys will love whatever they bought no questions asked. Fuji used a Bayer sensor when they made the professional medium format camera. That tells it all right there. I predict they will leave the Xtrans behind altogether eventually because it sucks.

I'm sorry. I meant "there are NO top "return and refund" badges to show the full picture"

@Sessility"they usually don't actually have/use the camera they're criticising"- Why would I buy a camera I don't like because of its major deficiencies that are showing in the actual pictures. I don't know about you, but I'm not a masochist.Saying that Fuji fanboys know better is nonsense."they're all more than good enough" - see, that's the problem ... You can't tell the difference, because you can't handle the full potential of any camera. For most people phone cameras are good enough. And they really shouldn't be giving advices on photography gear.

I’m a little worried for Fuji. Just from a marketing point of view, when all the major photo brands (Oly/Pany excluded) start producing FF MILCs. Fuji’s APS-C crop-sensor equipped cameras, as you said, might not seem as good, despite what their actual real world performance might be. With the result of a drop in relevance and sales.

All I have stated are known facts. Even given links proving it. It is the empty head child like fan boys that can't handle the truth. You are weak and pathetic. Now go take your Fuji and take some waxy skin self portraits for your snatchchat.

I've used apsc pentax, 2 Olympus M4/3s, a variety of bridge camera's and studied the output of Canikon and Sony stuff...

I can honestly say that the images I take with my Xpro2 & 100-400 are the best I've ever taken and match or exceed what I've seen with other camera gear...

I prefer jpegs and like setting up in camera (never been a fan of pp), and I find Fuji particularly good (for me) in this area...

I haven't put a dpr gallery up (perhaps I should) but if you take time to search through some of my previous forum activity you will find feather & fur shots that match (away from professionals stuff who often stake out a particular species for weeks/months on end) anything taken by differing camera manufacturers...

Terry...think it would've been more appropriate if you'd said "xtrans doesn't work for me" - then you allow for those that it does work for.

Such a refreshing change seeing these Japanese company executives who actually know and care about what they do. It is difficult not to imagine a modern UK board meeting nowadays as one where the directors just sit and say heavens knows what the company does but lets strip it bare, pocket the loot and get the hell out of here ASAP.

Are you talking about the UK? That certainly applies to US corporations - pillage, loot, and pay stunning salaries to the nobility. Meanwhile, their lowest-paid employees often need SNAP (food stamps).

I love Fuji cameras. I love their design ethos. And I'm glad they are offering a variety of body sizes and style. I just hope they never stop offering cameras with side-mounted (rangefinder-style) viewfinders because that is my preferred viewfinder location.

The next step could be a EVF module that can be plugged in to the left or the right for those with left dominant eyes and the resultant nose focusing and difficulty in getting close enough to enable the EVF in auto.

If improving video is where Fujifilm is heading then they have long way to go. Catching up with Panasonic is perhaps where their challenge is. 6K at 60fps with the ability to extract images from video with the new G9 is very impressive. Also impressive is the G9 high-resolution mode creating fine 80MP images by sensor shifting. I love my Fuji gear and it is because of the flavorful experience that Fuji cameras offer that I stick to this system. But technology-wise they have catching up to do....

I've also had many more photos. I got over 500 the other day. Any camera in the world can run OVER its estimated battery life and you just plug away. Hell, want 3000 images from your D800? Totally possible.

But in the studio attached to strobes and using the camera exactly how I use every other camera including the GFX and SL and have the camera piddle out at 80 exposure keepers and a total of 112 shutter clips, is ridiculous.

@shigzeo, well that system is obviously not for you then, same as Canon or Nikon wouldn't be for street photographers. Swings and roundabouts. If you want a lightweight camera that takes amazing photographs and aren't bothered by replacing one battery, then Fuji is great. If not, then other alternatives are.

The image quality is decent for people, but not great for objects. It is a far cry from the SL which is my other non-MF mirrorless camera. For people I love the colours, but details in objects are shrouded in more noise and blotches (this is with Iridient not LR).

The shutter button is way too touchy and the joystick is too much a nipple and not enough joy. It's an interesting in-between camera and one I hope that will wake Fuji up to the defaults in their design.

Hi Shigzeo, you say "But in the studio attached to strobes...." but the strobes or the strobe transmitter attached to the camera does not consume battery power. And I assume you do not use AF in a studio environment or image stabilizer at the lens which would also drain battery.So what was it that brought your battery down compared to a non-studio shooting? Maybe your battery is broken in a way?

I'm using the camera exactly in the same way I use the SL in the same studio: AF, OIS/IBIS, WB/Exposure preview off, chimping, lowest ISO, set to 1/125, RAW. And... this camera that can get a lot of exposures outside in high FPS shooting, gets nothing. So, because the battery works normally in one situation should work just as well in the other. Another battery is coming in but so far, and even outside when I can crank out 500 images easily, we are talking about a LOT less than what I get on other mirrorless. I'd love for this to change.

Outside I tend to use aperture priority, chimp less, don't use strobes, nor focus through whatever Fujifilm do after hitting the focus button (stop-down). The camera is trying to do things it doesn't need to. Typically outside every camera gets better battery life. The SL can get over 1000 images no problem when shooting its unreliable AFC. The X-H1 can get pretty good outside with its better AFC, and both times it's just manic exposure upon manic exposure with very little worry about minor details.

Under the same circumstances the SL gets better life, sometimes at least double.

what does "chimp" mean? Sorry, I am not a native speaker...But still, studio strobes do not drain battery. Manual focus in studio doesn't do either.The only thing I can imagine is a heavy use of the lcd screen.And I assume you shoot in manual mode in studio. I cannot imagine why this should drain more battery than aperture priority.

I have no idea where chimp came from but I think it comes from acting like a chimp in shooting, then looking at the back of the camera. I know that studio strobes do not drain battery, but dark studios which require raising EVF gain does. Every camera I've ever used ALWAYS drains faster in studio, usually by a factor of 2.

Even though most of their cameras are no Chinese, I hope they keep some production in Japan (lens and accessories). I really care for Fujifilm Japanese workers and I wish them well in these difficult times.

Well, Fuji has been in the camera business for a very long time. That has been their philosophy. It seems to have worked. I am not sure just making products that everyone else makes is a better approach.

You are calling the company Fuji like nearly everyone else and not Fujifilm as it should be. RedFox88 is going to have a large job correcting all the comments which he is doing but everyone will still keep calling them Fuji despite all the hard work. Still it keeps the lad busy so mustn't grumble.It may help Redfox88's distress at all this by thinking of Fuji as an affectionate nickname for Fujifilm. Do you think that might help?

I sold all my Canon gear to jump into Fuji system with X-T2 and never looked back. I love the dials and the size of X-T2. It's small enough (with 35mm F2) to bring with me everywhere and also offers superb image quality. I'm glad Fuji is focusing on doing their own thing instead of chasing FF market.

As long as Instax is as big as it is they will have the money to fund their "uniqueness". I too wish for a new X30, weather sealed with a bigger sensor would hook me good, I love my X30! Like most manufacturers they do some things very well, especially cameras such as the X100F, other things not so well, the X-H1 was rushed out without being thought through and XTrans may well be past the point of being needed. Even those the mainstream Fuji crowd disapproves of it, I like the X-E3 and will be getting one. But even there, why be so stubborn as not to have a tilt screen and really the eyepiece should be much better than it is. But I still like it. :)

i love the fuji x 30 so much that when my first went missing i bought a second when it got wet and the lcd screen died , i used it until i bought a minty 3rd one from a gentleman in long island for 275 usd and a 5 hr round trip

why does fuji not understand the importance of continuing this model the 58 sq mm sensor is great ... a so called 1 inch sensor at 108 sqmm upgraded one would be a sony rx killer

My funny story: Love my X30, but I accidentally broke the built in flash so it kept popping up. Gorilla tape took care of that(determined spring in that though!) but now on the rare instances I need a flash I have to use a hot shoe one(I have the EF-X20 one.), the problem with that is I have a Lensmate Thumb grip, which is awesome but I have to remove it to use the flash which I hate doing. Fuji would repair it but I also use a soft shutter release which I used locktite on to make sure it would never unscrew. One look made me realize that they would have to cut that off to get the top plate off to repair the flash and then I would need a new shutter release. Oh well, I too am buying another because it is simply an awesome camera and I want one that is working perfectly. And, obviously, and sadly, it is the last of the line-unless Fuji decides otherwise.

Good to know you still have your X30 @TheWhiteDog :-). Sold mine to buy a lens for my Nikon D7100. :-( Can't get over not having a retro-looking but unobtrusive camera. But I could not find a brand new (even a 2nd hand) x30. Bought an Olympus OMD EM10 (2nd hand) instead. The feeling is close to X30. And so I am satisfied with it.

I have been a Fuji fan for years now, but as of late their prices continue to climb while the price of FF SLRs continue to fall, so all things being equal when i decided i was ready to upgrade a FF SLR was a better choice (for me) over a newer Fuji model. The things that one made Fuji unique are not longer unique in the market space they occupy and other manufacturers have surpassed them in what they now bring to the table. The H1 was a very strange move for Fuji and it leaves one wondering what direction they are heading. Also I moved back to a traditional SLR which might be odd for some people, but the truth is the handling of small bodies with big lenses is awkward as hell and yes I am still hung up on battery life - I know it's not a big deal to keep a spare battery or two in your pocket, but those little things (for me personally) defeat the entire purpose of having a smaller camera. I know add a battery grip right ? Now we are back to an SLR sized body.

Those ‘analogue’ controls touted loudly by Fuji apologists are not new to digital cameras. Sony didn’t copy Fuji, and Fuji’s UI dedication to those controls is skin deep as you can’t select 1/180 and other third stops, long-exposures, or fast electronic shutter speeds via the shutter speed dial, which most of the Fuji world rubs in the faces of other digital camera owners as ‘direct’ if not dedicated.

For me personally having old school features such as dials and apeture rings don’t necessarily make a camera better or faster. They are cool to have but less practical in use for me personally, but then again I am more aligned with the smartphone generation and appreciate a well designed interface and touch screen over having to blindly find dials buttons all over the camera.

Retr0196 I did the same initially. Missed the DSLRs battery life and bright optical viewfinder. But ended up regretting it. Just couldn’t reconcile myself with the bulk and weight of it, not to mention the focusing accuracy of a DSLR setup, which is a pain to correct if it’s off. Luckily I retained my Fuji kit and now only use my DSLR for things like sports photography where Fuji’s still lag behind.

Controls like that have been on just about every Leica since they went digital. They've been on countless other cameras, both digital and analogue. There is nothing to 'copy'. And yes, Fuji fans rub in the faces of others the idea that their controls are 'direct'. I've even had people claim - with no reflection at all - that those controls are not fly by wire, when clearly they are. The shutter speed dial is a travesty of design and works against its own design imperatives, those being visible, labelled controls, as it disallows the selection of any but full stops, relegates ES and long exposure to secondary T function and/or sub dial. It is a dSLR control pasted over with a physical veneer masquerading as 'physical' - as if dSLR dials are not 'physical'. The X-H1 is the first X camera that allows you to even see what ACTUAL shutter speed the camera is set to, and that thanks to the top-mounted screen. I love that feature. It should have been there from day one.

I knew about the RX1 (which I'd love to get if I had spare money) but it's a fixed lens camera so it doesn't really count.

I didn't know that some Zeiss FE lens had an aperture ring, well that's great !However looking at the lineup, only a few lenses do have a ring. For example the FE 2,8/35 ZA doesn't have one (and no, its diminutive size isn't an excuse ;).

What's clear is that ring'ed lenses are an exception at Sony, not a rule. That's the opposite philosophy of Fuji. So from this point of view, Fuji has the best philosophy IMHO.

Probably I'll never buy a high-end Fuji camera but I respect Fujifilm for what they are trying. They have created a very well established system from ground and it is unique (styling, APSC lenses, image quality - not necessarily better but different). I have XA3 and 16-50mm kit lens. This lens is quite a bit better than Canon 15-45mm STM and probably in the same league with Canon's discontinued 18-55mm STM (but wider).The best body in the system seems to be XH1 now, with very ergonomic body and IBIS.

The XH1 is thicker as you would expect from adding IBIS, but the body is the same size as the X-Pro2 with a viewfinder on top and with a big grip. They have one larger camera, the XT3 is expected to stay the same size, the X100F is the same size as the X100T, and the XE3 is smaller than the X-E2. Nothing about that implies that all of their cameras are getting bigger. Only the XH1 is bigger so it would balance their fine lense better as opposed to all of the complaints around the A7 Sonys not having enough space between the grips and the big FF lenses.

I agree about the fact that traditionnal bayer might be better than Xtrans. I used to have the XT-1 and the good lenses (56,23, touit ...) and I sold it all because of xtrans.I used C1 and all the good stuff also. Results are that my old D700 give better files.I love the color science of fuji but imho, Xtrans add nothing. If it was a normal bayer they won't loose any sale.

Fuji got it VERY RIGHT in the past with super CCD but xtrans is nowhere near in term of dazzliness.

Nothing in my opinion is carp talk. It is just my professional experience before my personal preference. I have nothing against fuji, just saying that the "xtrans" is more marketing than hardcore facts.The SuperCCD in the S3/S5 was a hardcore fact, undubitatively visible.Your "fuji colors" are perfectly reproducible in post, even for a noob with a 3 day learning course.

That as nothing to do with "xtrans", only perfectly cooked presets everyone can mimic or even, surpase.

I btw shoot jpegs and compared to previous camera's what I can produce "in camera" with Fuji exceeds the iq I've managed with previous cameras...

Despise your previous experience (if true) with x-trans, I'm still inclined to think that your here just to whinge about x-trans.In fact, I'm pretty sure I've seen your name about in previous comments whinging about x-trans.

Fuji has stated that was the purpose for the xtrans and Bayer sensors have been without AA filters for years. In fact Nikon went that route at just about the same time Fuji went xtranny. I have two Bayer sensor cameras with no AA filters. Hide your empty head in the sand all you want but those are the facts.

I find X-Trans files to be superior to Bayer in a number of ways, particularly when converting files to B&W and for rendering of skin tones. What is required is demosaicing using Iridient Developer or Capture One Pro 11 (something that DPR has long refused to do). Its not a problem.

Oh, let it go. Some of you guys have been beating this X-Trans stuff for years. There are several good software packages that do not have trouble with X-Trans. And if you hate X-trans so much, why did you waste the time to make your tired comment on an article about Fuji digital cameras? Just don't buy a Fuji camera and move on.

kodachromeguy"There are several good software packages that do not have trouble with X-Trans."

X-Trans looks bad regardless of software used. In my above example I used the most praised (by the Fuji community) Iridient to to the conversion.

Their lenses are fantastic, the camera designs and ergonomic also... It's just that bloody X-Trans that brakes the deal. To bad Fuji is so closed minded about also offering a Bayer version of their top of the line APSC cameras.

@eno2Actually the X-Trans has greater resolution that a typical Bayer, and that is the reason Fuji developed it in the first place. The reasons for this are well documented on the web if you want to know. The problem with it is that you have to have the right conversion software, as Stephen Scharf pointed out. ACR doesn't cut it, C1 on the other hand does a beautiful job. When used in C1 I don't ever get the artifacts (or the waxy skin) I get when using ACR.

No waxy skin with Iridient. Or Capture One. As Kodachrome guys says, if you don't like X-Trans, go buy something else. There are plenty of other cameras on the market. No one is twisting your arm to buy a Fuji X-Trans camera.

Bring back Super CCD SR already! Even I'd buy a Fuji with that in it! That's an example of being different that benefits everyone. X-Trans is just being different for the sake of being different, like Apple.

The guy 'The Davinator' who never own any Sony now following me and jumping into Sony FE forum and in this thread, the guy keeps stalking me for a decade everywhere that is pathetic. Yes Fuji waxy and plastic look colors are not my taste, just like some dislike Sony colors. Colors and skintone are basically personal taste. But now the similar priced A7 III destroys X-H1, X-T2, X-Pro2.. but much better in DR, sharpness, high ISO, AF and video, that is fact.

I dont need to own a Sony to see blown higlights in the Sony image. PW has never worked professionally, just a vacation snapshooter with limited depth. Likes to attempt character assassinations, but falls flat on his face.

Davinator is pro-wanna-to-be but made tons of bogus claims such as thousand and thousand clients, 30-40 wedding per year, where? show us? A few same tiny and grainy samples shown numerous times over a decade shared among his several other accts (also used to self-thumb-up) such as 'Faintandfuzzy'. Real pros in Canada, BC and Victoria never heard him. His name cannot be found in pro list. He is very jealous my vacation photos that light year better than his self-claim-pro photos (even don't dare to display in large size). if Sony FF sensors blown highlight, smaller Fuji sensors even cannot take highlight ;-) . He hates Sony is because of me otherwise nothing to do with him. For unknown reason, he is so fascinated on me and keep stalking me in a decade. Wish DPR has prohibit feature that let me prohibit him from jumping on my posts, just cannot get rid of.

Well, if Fuji didn't underexpose, it would have had the same blown highlights. Remember, it's just an A6300 sensor that's detuned. The only Fuji sensors that had better highlight DR than the industry average were their "dual pixel" sensors from a decade ago. Everything else is a Sony sensor that's also been used in a Sony camera (16MP = NEX-C3/5N, 24MP = A6300/A6500).

Davinator's claiming Sony FF sensors having issue in overblown highlight is ridiculous, nothing more than purposely biased against a brand from a troll. In any scientific objective tests from DPR, IR, DXO, Bills' PDR, Sony FF sensors' DR are the best. A7r III tied to Nikon D850's sensor at respective base ISO, ISO 100 vs ISO 64 that is an advantage (means can use a bit faster shutter). Then A7r III leads in high ISO DR clearly. When I moved to Sony from Canon started at A7r years ago, I found A7r not only has excellent shadow lifting but also very obviously better in highlight recovery than 5D3/5D2, about one-stop in highlight recovery advantage.

If you compare sample RAWs, more often than not, Sony will have 1/3 - 2/3 stop more highlight DR than Nikon. That's what I was most surprised with when I got my D750, which was the current DR king at the time. Lots of blown highlights vs the A6000 I had at the same time, which had 0.8 stop more DR in the highlights! The A6300 I replaced the D750 with had the same 0.8 stop advantage. Even the X-H1 seems to have only 2.3 stops of highlight recovery, despite being underexposed.

Nikon D810/D850 sensors are optimized for base ISO that matters to serious landscape photographers who basically shoot on tripod while D5 optimized for high ISO, and D750 sits between. Except D5 (D750 is not bad at all) they are not the best in high ISO or high ISO DR. Nikon sensors like Canon's ones so far are not BSI design. With BSI design and dual-gain, Sony sensors overcome original about 1/3~1/2 stop disadvantage in high ISO due to full-time LV (so overheating a bit that generates extra noise). Now by cutting read noise at base ISO, at ISO 100 A7r III and A7 III now basically match to D850 at ISO 64 that is well done. D750 lead then years ago in that category and still very good today, clearly better than 6D II and even close to 5D IV.

The only thing that is a disaster is your constant anti xtrans trolling, as pointed out by Chris Dodkin. As to PWPhotography's knowledge of Fuji and XTrans....to quote himself...he doesnt own and experience Fuji...thus, again to quote him, he's just and empty talker, talking from an empty mouth.

No, it isnt DR. You are describing latitude over mid grey with the metering. DR is everything from dMin to dMax. DR is the entire range...not just highlights. PWPhotography always made that mistake as well when he would prattle on about "shadow DR" back when he was a Canon user and tried to preach that DR wasnt important.

Latitude = DR. Same term DPR uses in their reviews' DR studio shot comparisons. Only DPR just focuses on shadow recovery, since that's where the majority of the flexibility lies in most cameras. But highlight recovery is just as important, as the more room you have in highlights, the less you have to stress the shadows, and the less noise you'll see in them. And highlights don't get noisy when you recover them, so it's a win-win situation.

That's why I disliked the D750's sensor (or at least Nikon's tuning), having to underexpose 1 stop to match the highlight flexibility of my lowly A6000. Simple things got blown out, not just the sun or lights. At least the shadows were malleable enough to make up for it.

Hilarious 'The Davinator' trying to redefine and challenge DR as we all know. All creditable studio and lab tests shown he is clearly wrong and lacking of basic photography knowledge, what a self-claimed 'pro' is. But anyway we all know he is just doing lip work, no any substance or his photos can backup his whatever claims.

Fuji makes fantastic cameras and lenses. They are great with firmware updates. I would love to own a Fuji and would be their biggest fan. However I can’t get past that horrible outdated piece of trash Xtrans sensor.

@Davinator - still feeling the need to criticize other members as usual?I guess most people would describe you as an appallingly dull fellow, unimaginative, timid, lacking in initiative, spineless, easily dominated, no sense of humour, tedious company and irrepressibly drab and awful.Just my opinion.

Nick, if you don’t understand the difference between latitude and dynamic range, you really have no business commenting. Share with everyone howI am wrong, when I am posting accepted definitions. I’m all ears...share where you found accepted definitions that show DR and latitude are the same thing. I anxiously await.

GoogleDR vs latitude...you won’t find a single definition that disagrees with me. Have fun.

#2: Re: DPRs and Thom Hogan's comments that Fuji's APS-C line seem to be quite "full" or "crowded". I see these comments as reflecting a lack of understanding about effective *product portfolio management*, which for the Fuji X line, is quite clear. I'll use Canon's product line as an example. As mentioned by IIsa-san, the X-H1 is a *new* line of camera bodies; it is directly analagous to the Canon 1D-series for hard-core professionals. The X-T2 line is equivalent to the Canon 5D-series; intended for pros and advanced amateurs that don't require 1D-series buld-quality & toughness. The X-T20 line is equivalent to the Canon 80D, primarily for consumers and less experienced photographers. The X-A line is equivalent to the Canon Rebel line. The X-Pro and X-E series and X100F are clearly intended for street, documentary and reportage, along the lines of the classic Leica M-series. Looks like a pretty clearly defined product portfolio with clearly defined customer segments to me...

Except 1D is quite a bit more expensive. Now in Fuji' s line of bodies, I see no reason to buy XT2 except from style because the price is not that far. And how about XE3 vs XT20? What is the difference except from style and 2-3 improvements? And what happened to XM1 anyway? I have read Fuji guys saying "X-Trans is complex fornwntry level". What does it even mean?I don't see that clear strategy as you see.

Problem is, the X-H1 has almost nothing to differentiate it from the X-T2 except the body. The 1D series is completely different from the 5D series, from the bottom up. The X-H1 is an alternative to the X-T2 at best. Made for those who like chunkier cameras.

What appeals most to me with Fujifilm is how much they listen to the consumer, and that they don't seem scared to try new ideas. Also, they have practically spearheaded awesome firmware upgrades and support single-handedly. I hope they keep all three elements because I think that is their greatest strength and is essential for their growth.

That you don’t know or recognise good critiques of them is the problem. No critical voices are listened to. That Fuji faithful accept a shutter dial that only selects full stops and relies on unlabelled sub dials to access shutter speeds, is the biggest problem and one that’s been there since day one. Lenses with and without aperture rings, or endlessly spinning, unlabelled rings, lenses with and without focus clutches, chattering aperture blades that cause flickering and light pops in the EVF and LCD, batteries that can be inserted every way, and much much more have been constant concerns from day one but are consisidered passable design flaws from the faithful, who also somehow believe that the interface is direct and uniform if not classic. I’m sorry but that isn’t the case. I won’t even bring up button travel feel and quality or joystick quality or glove use. There are myriad serious criticisms that haven’t been addressed and likely will not be for reasons motivated and blind.

Is it? Perhaps they are so few that maybe you are making a bigger deal out of them than you think it is? That list is your own personal list. So your saying because others aren't screaming your list from the rooftops at Fujifilm, that what, this is a problem?

Actually, those are views shared by a large majority of vocal critics, but those voices are absolutely ignored, both by the faithful, and Fujifilm. They are errors/issues/problems and not features. At best they are schisms. At worst they indicate failures of design.

Fuji fixed the awful card interface doors on early cameras. Great. They were an industry worst. They've improved focus. Yay. So has everyone else. The issues that are stuck to Fujifilm and Fujifilm alone or in largest part, are not addressed, and never will be.

Critic and basher are completely different. By the way, mate, I own a GFX, X-H1, and have owned the X-T1 and X-Pro 1. Owners can be critical, harsh or otherwise, unless of course, the Fuji world is less of a marketplace created by a company and instead a religion. In which case, every good and bad criticism is nothing but blasphemy.

Truth is...I could work with/use most camera's from most companies...The differences tend to be small that it's not worthy of turning up here to slate a particular camera...It just isn't...most of it is downright trolling...period.

I don't like Sony much...but I don't hit their comments or forums to slander their products.

Yeah if you buy the gear, find reasons to make it work not reasons to stop using it. All gear has pros and cons, nothing will ever be perfect. Even if you could design your own custom camera you'd find problems with it too. Go shoot, spend time doing that. Make your constructive criticism heard by fujifilm once, and then move on. If its that bad, buy a different brand. Voting with your wallet is 100,000X more powerful than a thousand forum or comments online. Trust me. :)

Carey, good to see DPReview is still communicating with the execs at Fujifilm. I had a number of issues with the accuracy and insight of DPR's review of the X-H1, but I won't go into those here, rather touch on some points in your interview. #1: There still seems to be an undercurrent theme about regarding FF. Fuji will NEVER produce a FF X camera. This is a bad innovation strategy for them. As a mfr, FF is a "red ocean", and they would just get bloodied by the sharks that are Canon, Nikon and Sony for FF cameras/lenses. Why should they invest all the money, reosources and time into an effort where they *know* they will lose? It makes virtually no sense. Instead, they went to "blue oceans" where there are no sharks and they were able to become the dominant market player in APS-C and now, MF (read "Blue Ocean Strategy" regarding innovation; Fuji *knows* about innovation.) They now have two major product platforms that match and surpass FF image quality. #2 in next post.

You mean that giant melting looking thing that can be mistaken for the underwater housing of a normal size camera, or a concrete block? That thing weighs 1005g vs 673, and is vastly bigger in every direction. No thanks. You can keep your giant plastic lenses as well.

I love Fujifilm cameras for the ergonomics, the esthetics and acceptable prices. The cameras are also frequently on my desk - I love to have some inspiring objects around.

The quality of the photos is way better than what I need (mostly Instagram and Facebook photos these days). If my X-H1 brakes, I can replace it for pocket change for any entry-level Fujifilm camera and still enjoy all my Fujinon lenses in full extend.

I love the Fujifilm community - there are so many great and helpful photographers helping the beginners like me to capture better photos.

I paid pocket change for my pocketable and good-enough 18mm f/2 pancake and acceptable prices for my f/1.4 primes. All of my lenses have aperture rings and I love to use lenses with the aperture ring :-) I love to shoot UWA, which I can do with excellent and reasonable sized 14mm f/2.8 (~230g).

Regarding the anti-APSC trolls - You certainly have a lot of spare time :-) How do you enjoy your life with such a negativity? :-)

Personally I found their X100 line refreshing and from the X100 to X100F, massive improvements in responsiveness and usability have been made. The x100T and X100F being the best of the 4 by far.

On the other hand, I am not so sure about the mirrorless dSLR system. They get bigger and bigger as time.gpes and the size advantage is almost zero with their newest XH-1. In my opinion, not a great investment.

As for their stubborness to go with APS-C sensors, I do not get it. Sony has mirrorless FF, soon Canon then Nikon , and while Fuji had that advantage a few years ago, that time is over, and I found it has been a missed opportunity for Fuji to join the FF game.

The GFX 50s is a nice addition but the price range will prevent to hit many FF customers

If Fuji had balls, they would release a FF version of the X100F with a 35mm 1.8 lens. I would get one for sure. I think that would be uniqueness. Sony has one but ergonomics are dreadful, and responsivess is so so.

The X-mount is barely wide enough for APS-C. That's why it took so long for Fuji to implement IBIS. I think Fuji really messed up when it designed the X-mount as a crop-only mount. It's also puzzling how it jumped right into medium format. Maybe the plan is to use its MF mount for FF?

Sony did it right with the E-mount... originally a crop mount, but future proofing it with FF capability.

Why does everyone have to have a full frame camera system? Why? Do you guys just say that to say it? Would 90% of the people in here whining about it actually use it, or you just want to know it's there? Somehow I think Fujifilm gets the business more than a bunch of old folks that sit on a message board spouting things as if God himself whispered it to you in his waiting room. Next thing you'd say if they came out with a full frame system is "well the lenses are now too big, and the bodies are too big, and it's not the cheapest with the fastest AF. I could go on, and I am sure you would.

BlueBomber I disagree, it is physics. Larger sensor needs larger lenses, even if bodies are small(ish). And as far as body sizes go, the H1 is not larger than my XPro2 except for the grip. There is a big fuss about the H1 size that I believe is kind of exaggerated.

Woodyz, I am fine with it. It’s their business, not mine, and it’s for a totally different buyer. It’s about as much for an x series buyer to upgrade as a Ricoh copier is for a Pentax shooter to upgrade. Companies can multitask. They don’t have to be singularly focused. I think they still make bikes too.:-)

And really, how many Aps-c buyers progress to FF? It’s one thing if you have a lot of fun glass laying around, like Pentax owners had. If not, you’re starting over as much as switching systems to go to Fuji FF anyway. There’s no upgrade ‘path’.

I went through it with Pentax and everyone crying how they need FF. Then when they got it the trolls whine about not enough glass, and it not being the fastest af. It’s like clockwork. Fuji would be in the same boat.

"According to our survey, 80% of users are non-professional, and 20% are professional."One of the following is true, you decide which:1. FF is more than enough for the vast majority of pro assignments.2. photography, as a job, pays so bad that not many pros can afford MF.3. there are many more rich hobbysts that successful pros.4. other (write it down here \/ \/ \/ )

My Other #4: Pros are working people who have invested in a system. If that system works, they don't need to upgrade every year unless the new tool completely invalidates their current platform, either due to efficiency or due to productivity improvements. Increases in IQ are rarely going to equate to extra income, while productivity improvements will. I can see a pro upgrading for a silent shutter or better Eye AF because those might materially improve their working efficiency. A measured X% increase in IQ just isn't a compelling argument for commercial work when the existing products are so good as it is.

Hobbyists on the other hand are experimenting with platforms and likely don't have drawers full of flash units, triggers, batteries, charger, cables, remotes releases, etc. There is less of a need to justify the purchase against existing investment.

Fuji has a long heritage in photography and that shows in the image quality out of the camera. For a system that is only 6 years old they managed to squeeze themselves in the premium category, their products are not cheap.The fact that there are both lovers and haters is a good sign actually. They stick to their choices and know why they do it.

In fact, for many of us, Fuji has the advantage in sensor-size, because we can chose smaller lenses, especially zoom lenses while still enjoying good low-light performance.Even more compact is Micro Four Thirds for a lot of people and Sony does not "eat them alive" as well...

Partly also the camera size. All current medium format digital cameras are much to attention drawing for my taste and thus the smallest camera with the relatively biggest sensor wins my vote with my money.

The lens selection for 35 mm equivalent size is also undoubtedly unbeatable.You get tiny primes and high quality ones with fast relative aperture. No other format has that selection of cheap and optically outstanding lenses.

So yes - there seems to be a near to perfect consensus of all technically relevant aspects ;-)

Smaller sensors make sense for the camera manufacturers to have a cheaper BOM.Some companies give this advantage to their customers some don't.

the x100 is a cameras i have had in several versions .... a great camera

the x70 is smaller optically wider and failed terribly in the marketplace fuji could have put a corner evf in sony has managed it 4 times with the rx line .... the failure to use a corner evf , had me skip the model

fuji cut its teeth on the corner evf , the xe1 the xe2 the xpro1 the xpro2 the x30

the x70 could have been a contender if fuji retained their most unique and compelling feature that basically , early on put them on the map

If I was forced to buy a mirrorless camera right now it would be the Fuji X-H1!Not because it is the best mirrorless but it is the only mirrorless that has realistic ergonomics.Smaller is not better! Sony could learn from Fuji.

Androole, that might be so, but I suppose the (perceived) main rivals are other APS-C and FF systems.

Don't ask me why, but if you read the forums on both sides (Sony and Fuji), they compare themselves to each other, but rarely to MFT. My assumption would be that these groups don't consider any cameras with smaller than APS-C sensors for stills photography.

I'm not making an argument, whether this is warrented or not. Just highlighting an observation.

I consider always the right tool for the job. Whether it is a 1/3" smartphone, a 1/2.3" waterproof tough cam, a 1" compact or superzoom, an M4/3 or APS-C kit, FF digital for demanding scenarios, or even 6x7 film...

I would assume that his has mostly to do with the dynamic range advantage.Olympus has certainly caught up and is very much "in the middle of the back", but Panasonic is behind by almost a stop. Factor in diffraction and noise performance, and MFT might be out of the race, for a good chunk of stills shooters (or pixelpeepers, depending on how you look at it).

But for what it's worth, M4/3 is at least the equal of Canon APS-C, which you can see in Photons to Photos testing.

Let's face it, as your chart clearly demonstrates, in terms of dynamic range especially, FF is far ahead of APS-C. Whereas the difference between APS-C and M4/3 is much smaller. Which makes sense, because the difference in sensor size is much smaller between M4/3 and APS-C than between APS-C and FF.

I guess I'm always surprised when people see APS-C and FF as interchangeable, but consider M4/3 (or even 1") to be in a different league altogether. It doesn't really make sense if you are trying to be objective.

Surely fuji is unique. It is easy to be unique by releasing strange niche products. How about being unique by:- best AF- best IQ- best priceand then combination of these. That would be something.

But 200mm f2, price as in FF to get what FF does with much cheaper 300mm f2.8... which making 200mm f2 for ff wouldn't add much costs and effort. APS-C and FF are complimentary, one can have both systems, longs lenses can be shared, short focal lenght can be unique for each. Tested and proven by canon, nikon and sony - fuji could do that just better. But no, fuji is unique, fuji will ask for FF prices offering aps-c quality.

Do you really need another Canon/Nikon/Sony/Pentax FF Competitor? What are you missing? They all know what they do, and they do it right with much experience.In my opinion, the APS-C niche ist just right for them. Even if the other brands offer APS-C, it´s not so popular and spectacular compared to FF. But here is where they money is made, i think. Being strong and a leader in this field means a sensible choice for them. They even can allow themselves taking high prices (on the other hand, look at the FF Market, the prices have increased there also (Sony anyone?)).They just offer high quality glass, even in there cheap lenses Fuji cares for good optical performance.So yes, they start to offer a high-end-lens. It is too short for high-end-sports (mostly), it is too short for birding and it is too long for portraits. I think Fuji will offer longer focal lenses if they are serious into sports.And lets get it right, even Sonys new 2,8/400 will not be on the cheap side.

Why does Fuji say no to 35mm? I think they see Canon, Nikon, and Sony sucking up all the air, with Pentax users willing Ricoh to make one for them. Fuji has no legacy to protect, so why enter that battle? As for that 200/2 lens, it was never intended for non Fuji users to gush about. That is an object of desire for Fuji users only. Every manufacturer has one.

Years ago, Fuji had a certain reputation with unique compact rangefinder medium format cameras. I still occasionally use my GA645, it looks like an AF compact camera on steroids. Made absolutely wonderful pictures with it on backpacking holidays.Imagine such a fixed lens medium format digital camera, like an x100 with supersized sensor... niche but so appealing!

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